| Title | HIGHS AND LOWS |
| Brand | PANASONIC |
| Product/Service | RP HD-10 HEADPHONE |
| Category |
A06. Posters |
|
Entrant Company
|
PROXIMITY GERMANY Hamburg, GERMANY
|
|
Advertising Agency
|
PROXIMITY GERMANY Hamburg, GERMANY
|
|
Advertising Agency 2
|
BBDO GROUP GERMANY Dusseldorf, GERMANY
|
Credits
| Wolfgang Schneider |
|
Chief Creative Officer |
| Darren Richardson |
|
Chief Creative Officer |
| Sebastian Hardieck/Kristoffer Heilemann |
|
Creative Managing Director |
| Fabiano Oliveira |
|
Creative Director |
| Fabian Pensel/Nicoletta Kiermaszek |
|
Art Director |
| Ramón Scheffer |
|
Copywriter |
| Dirk Bittermann |
|
General Manager |
| Rita Schumacher |
|
Group Account Director |
| Sebastian Rupp |
|
Account Manager |
| Stefan Lenssen |
|
Photoshop Artist |
| Birgit Paulat |
|
Art Buyer |
| Raag Raisinghani |
Dot. Motion/Film |
Illustrator |
|
Ort Medienverbund Düsseldorf |
Print-production |
Brief Explanation
PANASONIC stands for high quality audio technology. Especially the headphone range attracts music lovers since decades.
The Brief
The PANASONIC RP HD-10 are high-resolution headphones that fulfil all standards of a musical
experience. A special technology delivers even smallest details of instrumentation and guarantees
a crystal clear sound experience. A 50mm high-resolution transducer is responsible for voluminous
lows and extraordinary highs. The brief was to make this product benefit the shining hero of an ad.
How the final design was conceived
The ad is based on the insight that it's the highs and lows in an artists' life that form their great
music. The goal was to find a visual that delivers both, a catchy look and a connection to the world
of sound and acoustic. The result is an energetic, powerful looking sound wave that works on two
levels and communicates the product benefit as well as the bigger story behind every image and
tributes three great artists in music history. Since the PANASONIC RP HD-10 are high class
headphones for true music lovers, the idea and design of the final visual embraces their love for
great sound and great music.
Indication of how successful the outcome was in the market
The ad campaign 'Highs and Lows' once more proofs the brands' love for the sound of good music.
It perfectly represents the brand values of supporting music lovers with the highest possible
standard of audio equipment and shares their passion for great artists and great music.